Brown-Forman (BFB) investor relations material

Strategic priorities and brand evolution

• Introduced new global strategic priorities for Jack Daniel's, focusing on meaningful difference, portfolio development, on-premise leadership, and operational excellence, all updated or significantly changed since the last Investor Day 18 months ago.

• Emphasized a balance between honoring brand heritage and modernizing for growth, with a deliberate approach to both short-term gains and long-term brand building.

• Launched the largest and most far-reaching campaign in brand history, "That's what makes Jack Jack," across major markets representing 74% of retail sales value, to reinforce the brand's unique positioning and drive engagement.

• Shifted marketing strategy to focus on consumer-centric, channel-specific content, moving away from traditional TV-first approaches to digital and social platforms, especially to reach younger LDA consumers.

• Enhanced measurement and optimization of marketing investments, using real-time data to maximize ROI and adapt creative assets to the most effective channels.

Portfolio innovation and product development

• Rolled out Jack Daniel's Tennessee Blackberry, a new flavor innovation, with strong early results in the US, UK, and Germany, aiming to attract new consumers and re-engage lapsed drinkers.

• Continued focus on scalable and premium innovations, including age-statement whiskeys and limited editions, to reinforce whiskey-making credentials and drive premiumization.

• Recent packaging redesign refreshed the brand's look while emphasizing heritage and storytelling, creating new touchpoints for consumer engagement.

• RTDs (ready-to-drink) remain a strategic growth area, with Jack Daniel's leading in several international markets and new partnerships (e.g., with Coca-Cola) expanding reach.

• All innovation must positively impact the Jack Daniel's trademark, reinforcing quality and meaningful difference.

Market expansion and operational changes

• Undertook the largest US distributor transformation in 60 years, changing partners in 14 markets, including major states, to improve focus, reduce portfolio conflicts, and drive value growth.

• International growth remains a key focus, with significant runway identified in markets like India, Asia, and Brazil, where Jack Daniel's has low market share but strong category momentum.

• Europe continues to offer growth through brand expansion, on-premise focus, and geographic reach, with new campaigns and products like BlackBerry rolling out in major markets.

• Brazil delivers consistent double-digit value growth, leading the premium+ spirits category and being the #1 international market for Jack Daniel's flavors.

• Global travel retail is a key brand-building channel, with whiskey representing 50% of the $5B+ category and projected growth over 3% in five years.